In my year as Social Lead at Sips & Bites with Art Director Ben Fegradoe I oversaw, managed, collaborated on and created a whole bunch of work for both Walkers & Doritos ensuring everything that touched our feeds was social-first.

As well as overseeing always-on content, we led on campaigns including the 2024 Euros, Champions League, Heinz flavour collabs, Extra Flamin’ Hot, The Crisp Pint, Halloween (Giants), Christmas and a Minecraft The Movie square Doritos activation.

The team that launched Doritos on TikTok - we took them from 0 to 65K followers in a matter of weeks, generating over 2 million views on just 8 pieces of organic content. We also helped launch the Extra Flamin’ Hot flavour, working with Asim Choudry to launch the ‘Temp Drop Shop’.

We transplanted people that didn’t think the gym was for them straight into the UK’s favourite one with this spot.

Our brief was to cement PureGym’s position as the best value gym around and to create new members by pulling at the already bursting seams of benefits members can enjoy when signing up. Our campaign delivered record sign ups.

Voiced by Gemma Cairney. Directed by Dan French.

We broke down the fourth wall with this one, then landed right in the middle of an incredibly chill living room scene, complete with a great value, easy-to-order sofa.

We hope to give viewers half an ad of chill time back in this first TV outing for the brand. Directed by Richard Hunter.

Taking an in-house role for two years as Global Lead Copywriter, I managed several other writers and stepped into the role of Creative Director; steering work for both writers, designers, agencies and key stakeholders alike to deliver the following: 

2018 FIFA World Cup World Cup: ‘Bring it Home’ for the 2018 FIFA World Cup. A simple and effective 360 campaign than ran in 4 different Just Eat markets

KFC launch: Created 360 national campaign to launch KFC joining the platform by answering why the chicken crossed the road with OOH including clean graffiti, radio and more. I also creative directed campaigns for Burger King, FIVE GUYS, Subway, PizzaExpress and several others

Sponsorship: Created several assets for our £10M sponsorship of The X Factor including film, display, app and social content 

Tactical: Led internally created campaigns such as BIG Little Adventures (summer), Valentine's Day and many many more key calendar moments 

Brand development: A revamp of the UK homepage (copy and art direction), I also led an overhaul of the brand's UK tone of voice creating new guidelines and carrying out workshops, I rewrote every single email in our UK eCRM programme, the Facebook Chatbot and reshaped the UK blog from scratch  

Partners: I created the name and identity for Local Legends, a national rewards programme for high-performing restaurants and redeveloped our restaurant 'value proposition' – transforming perceptions of Just Eat worldwide

With art director Ben Fegradoe, I led the social creative team at Rapp as the senior talent on Samsung’s social work for over half a year. A stint that included holiday cover for the Creative Director, managing several other teams.

We were one of the first brands to run a Tik Tok Top View ad, taking over every user’s feed for a day; broke Gen-Z engagement rate records when launching the Samsung Galaxy S20 FE; and made it into Campaign with our Snapchat lens — chosen by the platform as one of their favourites of the year.

We left viewers in no doubt about which supermarket our would-be shoppers favour in this tongue-in-cheek spot for Aldi Ireland. Juggling several mandatory proof points, claims and logos, there was only one thing for it — to have some fun. Directed by Tom Merilion.

I wrote the script for this TVC for Nivea Men Sensitive during my year at FCB Inferno, turning around an ad in 2 weeks ahead of the Champions League Final. We needed to highlight Nivea’s partnership with Liverpool Football Club and create a sense of massive occasion across the spots booked with ITV, BT Sport and Channel 4 on match day.

In the same 9-month stint, we worked on two different TVCs for Nivea Men Sensitive and LFC – travelling to Anfield to shoot and managing the entire post-production process to deliver 30s, 20s and 10s under the guidance of Creative Director, Al Young. You can watch a selection of what we shot below.

An award-winning 9-month stint on the Virgin Media account teamed up with art director Ben Fegradoe. A stint that started with me penning and posting Europe's very first Twitter-hosted live Periscope from a shiny red bus full of Leicester City superfans and ended with a DMA Silver Award for our red carpet, Corgi-filmed launch of The Crown on Netflix (see video).

I worked on PR stunts, concepts, copy, and social activations over Facebook, Twitter, Instagram and Snapchat as part of a creative team (covering the vacant lead writer's position).

I was half of the creative team behind Virgin Media's exclusive Facebook Canvas for the launch of The Walking Dead Season 7, I had a chat with Usain Bolt to launch his new custom Twitter emoji as the London Eye turned red for him, I turned famous football managers into nans, I co-created a Snapchat filter for Southampton Football Club, and did I mention strapping a GoPro to a corgi?

We created a global brand platform for industrial parts and solutions giants, RS - Imagine That. We Can.

With tech, components and support - RS help products that were once simply ideas become a reality, which is a truth we maximised on across EMEA and the US.

Over several months freelancing at FCB Inferno I became one of the chief copywriters / creatives on the BMW account. The following is a small selection of the many projects I was involved with.

BMW i3: we celebrated World Earth Day by highlighting some of the i3’s most sustainable features. We also pitched some large scale OOH/experiential ideas for this model.

BMW z4 launch: crafted email copy for a staggered eCRM programme highlighting the car’s features

BMW 8 Series: I was the principle copywriter for a 20-page Direct Mailer telling 8 stories of the all-new 8 Series.

BMW news: on two separate occasions I wrote the entirety of BMW UK’s newsletter – emailed to millions of subscribers.

Whilst freelancing for music and entertainment agency FRUKT, I co-created 'Jägermeister: Unearthed' - a concept based around the idea of having to discover good experiences at festivals such as Field Day and Bestival, together. 

Our idea ended up being a pitch-winning one and the 1 million pound 'JägerHaus' activation toured top UK music festivals (2015) and went on to win ‘Best Brand at a Festival or Public Event’ in the 2016 Event Awards as noted by Campaign here.

Although not responsible for the initial concept, myself and art director Deen Iqbal stepped in halfway through this TVC project to cover for an absent creative team whilst at FCB Inferno, carrying out some simple narrative shifts to ensure the story came across clearly.

We were responsible for the management of the post production process, script tweaks including the tagline, art direction, casting, recording and delivery of voice overs with TV actors Mel Giedroyc and John Thompson. I also crafted several radio script options.

In a separate project for Valspar, we shifted perceptions of one of their new paint products in a rebranding/renaming project.

Print & Social campaign concept created whilst freelancing for Odd London. 

This charity deal with many specific aspects of the asylum seeking process, so many perhaps one key message was difficult to find. As such, we had to be fairly hard-hitting when considering our angle with this one.

Under the hashtag #rewritethewrong this campaign is all about stories. Those that are being made even harder to tell by the government and those you can help rewrite with your support. 

As a solo freelance project, I created 'Our Story' for Chickidee Home & Giftware through from its formulation and storyboarding, to scriptwriting and project management.

The animation fed into an overarching branding exercise and social strategy I developed, which saw the ‘Chickidee Bird’ come to life as the voice of Chickidee via social media platforms and store promotions. Since its creation, the video has been used to secure further investment, with 3 new stores opening this year.